Head of Marketing Penfolds, SEA & North Asia

About us

Treasury Wine Estates (TWE) is a premium focused, global leader in wine with strong positions in key global markets, supported by an unrivalled global footprint, business model, award-winning premium brand portfolio and a talented global team of over 2,500 people. Listed on the Australian Securities Exchange (ASX), we know that it’s the thinkers, makers and doers who have the most impact as we strive towards being recognized as the world’s most admired premium wine company.

TWE is the largest exporter of Australian wine to Asia, with our brands – especially Penfolds, Wolf Blass and Wynns - increasingly well known in the region’s more established wine markets. We have exciting plans in place to develop our Country of Origin offering with recently released wines from the US, France and Chile.

For more information, please visit www.tweglobal.com

What’s in it for you

• Attractive remuneration and healthcare benefits
• 20 days of paid annual leave per year
• Flexible work arrangement to support your wellbeing
• Outstanding career development opportunities to realise your full potential
• Collaborative and inclusive culture where people and performance thrive

About the role

This role is critical in providing strategic leadership, planning and execution for Penfolds in Asia Pacific (excluding China), overseeing Brand management, PR communications, Customer Marketing and Insights functions

Work closely with the Marketing Director and provide guidance to the the Regional Marketing teams to build brand value and equity, strengthen brand awareness and desirability to deliver the long-term objective of building leadership in the luxury wines and spirits category.

BUILDING PENFOLDS IN SEA&NA

• Key priorities to strengthen Penfolds ambition to become a global luxury icon and put consumer experiences at the heart of marketing, while driving growth with forward-thinking ideas to build a strong brand presence and integrated strategy for the business
• Responsible for driving overall brand growth across key markets and achieve excellent results in both brand awareness and commercial growth
• Develop a clear and concise marketing plan to activate across key offline and online platforms, with an integrated and coordinated approach to (1) brand content, media & PR strategy to drive awareness (2) brand & consumer experiential events to drive valuable engagements (3) visibility, merchandising, gifting & rate of sale deliverables to support commercial objectives
• Oversee the executions by providing guidance to the Marketing teams to identify, plan and execute activations.

BRAND STRATEGY & PLANNING

• Develop and deliver the annual brand plans; adapt and translate the global strategies into relevant plans that will support the business objectives and go-to-market strategies
• Align regional business priorities and go-to-market strategies with Brand, PR and Customer Marketing plans including Digital Retail and Education to establish an integrated campaign rollout
• Curate innovative marketing campaigns and expand the brand footprint online and offline to recruit new consumers and maintain high level of engagements through consistent key messaging and cohesive executions across all touchpoints
• Deliver analysis of the competitive environment and consumer trends, monitor competition and build key learnings
• Together with the Marketing Director and regional stakeholders (Sales and Finance teams), prepare budgets and establish clear ROIs / KPIs to measure performance
• Manage a well-balanced A&P investment to achieve excellent results in brand awareness, consumers recruitment and commercial growth
• Work with cross-functional teams (strategy, finance, sales and marketing teams) to ensure consistent implementation across all key channels

MEDIA AND PR CAMPAIGNS

• Develop media investment strategy; build and execute integrated plans with relevant brand content to achieve desired reach / impressions and quality engagements
• Manage paid media, KOL and social strategies to increase brand awareness and positive brand reputation, recognition, interaction and engagements
• Governance over all offline (retail, on premise) and digital marketing channels (website, blogs, emails, social media, marketplace) to ensure brand consistency
• Analyse the effectiveness of campaigns via metrics-led reviews, measure and assess ROI / KPIs, evaluate learnings to guide future implementations

CUSTOMER MARKETING & COMMERCIAL EXCELLENCE

• Lead the team to execute go-to-market strategies and channel marketing plans; manage a well-balanced A&P investment to deliver the brand goals with optimum efficiencies and ROIs
• Develop and execute activations in priority channels (retail and on premise) to drive pull through, set up clear KPIs to measure performance and deliver the agreed commercial outcomes
• Collaborate with the sales team to ensure the right strategies and activation plans are in place, supported by a clear portfolio mapping for the respective channels including limited release products to build equity and drive profit
• Work with key stakeholders and contribute to JBPs / business reviews with distributor / retail partners, where relevant

NPD MANAGEMENT

• Regional lead for global NPD projects, organize NPDs from global planning to regional roll out for SEA & North Asia
• Provide insights to the global team to drive innovation that resonate and deliver both positive brand and commercial impact
• Manage Gate processes and planning with the global teams, volume planning and commitment with regional commercial leads, shipment planning with regional demand planners, product registration with market sales teams and samples for market launch activities
• Plan NPD launches and rollouts across key markets to ensure alignment and synergy
• Track and report effectiveness, including performance and ROIs

BUDGET & FORECAST MANAGEMENT

Achieve Penfolds top-line revenue and bottom-line contribution objectives through active participation in

• sales, business and channel development strategies and execution for the region
• pricing, trade deals and A&P activation support to achieve agreed level of brand contribution
• A&P management (1) ensure A&P planning meets strategic and financial objectives (2) manage spends within budgets and agreed ROI measures (3) accurate forecasting by projects and region / markets while managing annual, quarterly & monthly forecast deadlines with Finance teams (4) ensure compliance to P2P process with POs raised according to internal policies (PO creation, invoice processing, payment release, reporting etc.)
• brand reporting and analysis, timeliness, and with accuracy

TEAM LEADERSHIP

• Reporting to the Marketing Director, Penfolds Global Sales – the Head of Marketing supports as a senior guiding role in the business, and the role is most suitable for one that is self-motivated, used to working independently and experienced in motivating and leading
  growing teams
• Lead, motivate and influence the Regional Marketing teams towards achieving the objectives, strategies and KPIs set for the business unit and drive cross functional collaborations across the teams (Brand, PR, Customer Marketing, Insights, Education) with E-Commerce and Commercial teams to fully activate brand plans within distributors, channels and retail partners
• Work closely with other internal stakeholders (Strategy, Sales and Finance teams) and be a strong brand advocate
• Provide coaching and develop talents to meet the TWE DNA, with clarity on strengths and development areas to focus on
• Lead by example to build genuine relationships based on trust and mutual respect

About you

• Qualified to degree level or higher, with emphasis on marketing and business
• 10 – 12 years experience in Brand management and consumer marketing (essential)
• Solid foundation in the luxury brands environment (highly desirable)
• Experience in the Wines & Spirits industry is an added advantage (desirable)
• P&L drivers & management (forecasting, budgeting, A&P)
• Flexibility in terms of working hours and travels to accommodate market influences and events
• Prior experience in both regional / multi-markets and domestic roles, with clear knowledge of Asia Pacific markets (essential)
• Experience in a matrix organisation, good understanding of various marketing and commercial touchpoints (desirable)

Culture

We bring our whole selves, we’re courageous and we deliver together – that’s our DNA. We’re a passionate bunch who enjoy working together, like to have fun and keep things down-to-earth. We’re brave enough and care enough to have the right conversations to get the best outcome and are famous for our can-do attitude. We’re definitely “glass half full” people and see challenges as opportunities and move with pace to achieve our goals.

If you’re ready to help us be the world’s most admired premium wine company, please apply now!

Inclusion and Diversity

Just like the wide range and variety of brands in our wine portfolio, TWE embraces diversity and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin or on the basis of disability. If you require any assistance to be included in our process, please contact [email protected], quoting the job title and reference number.

How to apply

We move quickly at TWE and continually review applications, so if you don’t want to miss out, apply today.

Please note that cover letters are not required (we really mean this!) All applicants will receive an email to invite them to complete online assessments that will cover three areas: personality profile, cultural fit and a cognitive assessment. The assessments should take around 30 minutes in total and you will be able to download a report at the end of it. We will then be in touch ASAP to update you on how your application is progressing. We ask you to try to complete the assessments ASAP – ideally within 24 to 48 hours.

Note that we prefer to deal with you directly; we haven’t briefed a recruitment agency on this role and won’t be accepting CVs through any recruitment agency, so please apply directly.